Does your web site draw new patients?

IntroductionThe absence of scientific data forces orthodontists to guess at how best to design Internet sites that persuade prospective patients to call for appointments. This study was conducted to identify the Web-site factors that lead prospective patients to make appointments or, conversely, to reject a practice.MethodsTen participants actively looking online for an orthodontist were recruited to participate. They reviewed 64 orthodontic Web sites in their geographic areas and rated their likelihood of calling each practice for an appointment. The sessions were videotaped.ResultsAnalysis of participant comments, navigation patterns, and ratings suggested 25 distinguishing factors.ConclusionsStatistical analysis showed 10 Web-site characteristics that predict the success of an orthodontic Web site in attracting new patients.